| Abstract: |
While almost all charities rely on a set of donor appreciation strategies,
their effectiveness for the success of fundraising campaigns is
underresearched. Through two preregistered field studies conducted in
collaboration with a leading German opera house (N=10, 000), we explore the
significance of expressing gratitude and examine two different approaches to
doing so. Our first study investigates the impact of a "thank you in advance"
statement in fundraising letters, a common strategy among fundraisers. In the
second study, we explore the effectiveness of handwritten thank-you postcards
versus printed postcards, shedding light on the roles of personalization and
handwriting in donor appeals. Our findings challenge conventional wisdom,
revealing that neither “thank you in advance” nor handwritten thank-you notes
significantly affect donor contributions. |